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Home / Syllabus / Bachelor of Management Studies (B.M.S.) / TY BMS / Semester 6 / Marketing of NPO Non Profit Organisation

Bachelor of Management Studies (B.M.S.) Marketing of NPO Non Profit Organisation Syllabus - Mumbai University 2026

This is the TY BMS syllabus under NEP 2020, in force from the academic year 2026-27, examined under form 2225161. The University still sets the earlier Choice Based papers alongside it — forms 2M00155 and 2M00156, whose documents are below — so check which scheme your exam form names before you revise.

Marketing of NPO Non-Profit-Organisation Syllabus.pdf
Minor · Semester 6 · TY BMS · 2 credits · 50 marks

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Syllabus for Marketing of NPO Non-Profit-Organisation

Minor · Semester 6 · TY BMS · 2 credits · 50 marks

Module I: Introduction to Non-profit Organization

  • Non-profit organization: Meaning of Non-Profit Organization, Features of non-profit organization, Characteristics of Non Profit marketing, Stakeholders in non-profit organization, Types of non- profit organization: Charities, newly emerging social enterprise sector, public sector, political parties and campaign organizations, classification of non-profit organizations, Social need: concept, social need as a basis for developing sustainable business model for a non-profit organization.
  • Fundraising: meaning, common techniques to solicit funds, fund raising loyalty ladder, marketing and communication for fundraising. Principles of fundraising, Fund raising cycle, The fund raising pyramid and donor life cycle.

Module II: Corporate Social Responsibility, innovations & Ethics in non-profit organizations

  • Corporate social responsibility: CSR, Importance of CSR, history and evolution of CSR, Policy framework for CSR in India, Section 135 of Companies Act 2013, Role of CSR committee on Boards.
  • Code of Ethics in non-profit organization, hierarchy of ethical values in non-profit organization, careers in CSR.
  • Trends and Innovations: Current trends, innovations and opportunities in CSR, Influence of non-profit organizations and their impact on corporate CSR, Challenges faced by non-profit organizations in India.
  • Non-Governmental Organization (NGO): Meaning of Non- Government Organization (NGO), Difference between Voluntary Organization & NGO, Steps of Voluntarism, Types of NGO: advocacy of chosen cause, Small or Grassroot NGO, Mother NGO, National NGO, corporate NGO, Global NGO’s.
  • Advocacy & Fund Raising in non-profit organization: Meaning, steps in building support for advocacy, advocacy tactics: lobbying, Coalition Building, outreach to media, educating policy makers on issues, educating public on policy issue, building relationship with policy maker. Distinctive characteristics of advocacy groups, Steps in crafting an advocacy plan, steps in engaging policy makers for lobbying, advocacy v/s lobbying, Evaluating advocacy

Reference Books

  • 1 Philip Kotler and Alan Andreasen, Strategic Marketing for Non- Profit Organizations, 7th Edition, Pearson Education.
  • 2 Michael J. Worth, Nonprofit Management: Principles and Practice, 6th Edition, Sage Publications.
  • 3 David O. Renz, The Jossey-Bass Handbook of Nonprofit Leadership and Management, 4th Edition, Wiley.
  • 4 Peter Drucker, Managing the Non-Profit Organization: Principles and Practices, HarperCollins.
  • 5 Adrian Sargeant and Jen Shang, Fundraising Principles and Practice, 2nd Edition, Wiley.
  • 6 Paul C. Light, Sustaining Innovation: Creating Nonprofit and Government Organizations that Innovate Naturally, Jossey-Bass.
  • 7 Sanjay K. Agarwal, Corporate Social Responsibility in India, Sage Publications.
  • 8 Archie B. Carroll and Ann K. Buchholtz, Business and Society: Ethics, Sustainability, and Stakeholder Management, Cengage Learning, 10th Edition.
  • 9 Subhabrata Bobby Banerjee, Corporate Social Responsibility: The Good, the Bad and the Ugly, Edward Elgar Publishing.
  • 10 Patricia J. Parsons, Ethics in Public Relations: A Guide to Best Practice, 2nd Edition, Kogan Page.
  • 11 Marketing for Nonprofit Organizations – Alan R. Andreasen, Prentice Hall
  • 12 Strategic Marketing for Non-Profit Organisations – Philip Kotler & Nancy Lee, Pearson
  • 13 Social Marketing – Gerard Hastings & Steve Saren, Sage

Reproduced from the University of Mumbai syllabus for Bachelor of Management Studies (B.M.S.) under NEP 2020, in force from the academic year 2026-27. Wording is as printed in that syllabus. Module numbering is as printed there too.

The complete syllabus

This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.

PDF BMS Sem I & II 2024-25 NEP (Item 7.13 R) NEP 2020 syllabus, in force from 2024-25 Read full PDF Read
PDF BMS Sem III & IV 2025-26 NEP (Item 7.8 R) NEP 2020 syllabus, in force from 2025-26 Read full PDF Read
PDF BMS Sem V & VI 2026-27 NEP (Item 8.18 N) NEP 2020 syllabus, in force from 2026-27 Read full PDF Read
PDF BMS Minor Sem V & VI 2026-27 NEP (Item 8.4 N 13) NEP 2020 syllabus, in force from 2026-27 Read full PDF Read
PDF BMS V & VI 2018 2019 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read
PDF BMS III & IV 2017 18 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read
PDF BMS V & VI 2016 17 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read
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